Campaign Spotlight

Campaign Spotlight: Grey Malaysia launches ‘Change Your Life’ campaign for Coway, inspired by true events

KUALA LUMPUR, MALAYSIA – A new campaign devised by Grey Malaysia for Korean water and air purifier brand Coway marks the brand’s resolution of improving Malaysians’ quality of life since 2006.

“As Malaysians navigated a challenging year in which the home became more important than ever, we aimed to be there for customers through every moment of their lives,” says Kyle Choi, Managing Director of Coway Malaysia. “Beyond selling water and air purifiers, we take pride in our diligent after-sales service and maintenance – truly ensuring every product continues to change your life for the better.”


watch video

With its new brand platform ‘Change Your Life’, the campaign launched with a nationwide contest that rewards Coway customers with a home makeover worth up to five hundred thousand ringgit. This was followed by a short film made in collaboration with production company Directors Think Thank.

The new film inspired by true events —the journey of a child who, despite struggling with health issues, grew up to become a record-breaking freediver thanks in part to the result of Coway’s presence in her household.

“Coway as a life care company has its presence deeply rooted in our everyday lives — fulfilling our daily essential needs of clean water, fresh air and quality sleep. The film is intended to illustrate that. We are really pleased with the outcome and thank Coway for giving us this amazing opportunity to work on this project,” said Heng Thang Wei, Creative Director of Grey Malaysia.

“In order to emulate the thrill of diving into the deep sea, we put together a dream team: deep sea photographers, free-diving instructors and an experienced crew that each pushed their personal limit to achieve what you see in the film. And that made it a truly unforgettable experience,” said Sling Ng of Directors Think Tank.

The integrated campaign will be launched across TV, social media and other outdoor touchpoints.

For more info, go to

Credits: GREY Malaysia

Chief Creative Officer: Graham Drew
Creative Director: Heng Thang Wei
Junior Group Head: Terces Pok
Senior Copywriter: Charlene Ong
Client Services Director: Marcus SK
Snr. Brand Executive: Kamil Zulhaidi
AV producer: Suzy Chiang
Production: Directors Think Tank
Film Director: Sling Ng
Producers: Heng Tek Nam, Tan Shu Ying, Sare Raman

Partner with adobo Magazine

Related Articles

Leave a Reply

Back to top button